GuestCentric Systems and its internationalization to Brazil

Abstract

This thesis studies the internationalization process of GuestCentric Systems to Brazil. GuestCentric is currently in operational breakeven situation, but yet, it has excess capacity and targets a niche market that has a huge necessity on the product offered. The study conducted focus primarily on the origin context and then on the host country. First, it was addressed the environmental context of GuestCentric in the origin markets in order to infer the market functioning, the competitive analysis, the firm’s positioning along with other relevant subjects. Assumed that GuestCentric’ product was globally required and that the main criteria to internationalize were, among others, cultural similarities, market size dimension or potential growth, Brazil resulted as the most attractive country to internationalize for. A deeper analysis of Brazil was followed to find out the country’s macro environmental context and then and more precisely, how the Travel & Tourism Industry works (GC’s industry). Brazil proofed to be a very viable solution and the 2011 year an excellent and opportune time of entry. Some suggestions were than enumerated on how can GuestCentric best exploit its capabilities and resources and how the firm may operate in Brazil. Among them, is the creation of a direct sales channel, through a sales team, to increase sales propensity and effectiveness.